International House of Pancakes (IHOP) is famous for its all-day breakfast food. When they launched seven new burgers, IHOP needed a way to distance themselves from their breakfast image and convey that they were now all about burgers. They inverted the ‘P’ in their logo so it became a ‘b’ and temporarily rebranded as IHOb – International House of Burgers. Their Hollywood store got a makeover and the simple stunt showed how serious they were about their new menu.

IHOb stirred up a storm, with over 28,000 media stories, 113 million in earned media and 614,000 tweets on launch day alone. This all led to a 400% sales increase in the first month, and a 31% stock increase.